State Farm:  NFL Sponsorship

Remember the first time LeBron James left the Cavaliers and the rampant speculation (and spectacle) that accompanied his decision? Sensing an opportunity to generate some significant earned media by tapping into the media frenzy, we developed a surprising solution for State Farm’s NFL sponsorship—yes, NFL—by using James who had just signed on with State Farm as part of their NBA sponsorship. As expected, the teaser and subsequent payoff spot (which ran a week later) immediately became "topic No. 1" across the sports world, from ESPN to the blogosphere. The work even triggered a war-of-words between James and former NBA star Kobe Bryant as to who would fare better in the NFL.  (My role: Creative Director.)

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